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SBD/5/Sponsorships Advertising Marketing
IHL TEST GOAL ADS WITH FREE POWERADE DISPLAY IN FINALS
Published June 5, 1998
The IHL has joined with Coca-Cola in an advertising experiment where it will display the PowerAde logo on the top of the goal nets during the Wolves-Vipers Turner Cup Final. The new advertising, which debuted during Tuesday night's Game Two, will be utilized for the remainder of the series. The PowerAde logo also appears on the back and side bars of each net (IHL). The logo is painted in the twine on top of each net, and IHL VP/Communications Bill Jamieson said it is "very visible" to the in-arena crowd and to the TV audience during high-angle camera shots. Fox Sports Net is airing all Cup games on a tape-delay basis. Although PowerAde is not an IHL sponsor, both the Rosemont Horizon (home of the Wolves) and The Palace of Auburn Hills (Vipers) are arenas where Coca-Cola has pouring rights. Jamieson said Coke is not paying for the PowerAde signage during the ad test. But if it proves successful, the IHL may look into selling the inventory space next year (THE DAILY).